Real Time Marketing Leads to Real Results
Challenge:
MOZO makes shoes for the culinary industry and is looking to move from an industry shoe to a lifestyle shoe for anyone inspired by the culinary lifestyle. The challenge was to expand the positioning by using social channels as a way to engage its audience while winning new fans.
Strategy:
Anvil developed #MOZOlife as a campaign that shows how MOZO wearers transition from work to play from the POV of the shoes. This approach included real time reporting from a series of food an culture events, then using summary content from these events to activate other channels. Anvil designed an extensive influencer program and worked to put the shoes on famous chefs and then capture them wearing, working and playing in the shoes.
Results:
- Over the first three months engagement with content on the social channels increased 3,067%, there was a 25% increase in new followers across all channels and a 48% increase in referral traffic to the website.
- As users began to engage the campaign they began posting their own shots of their MOZOlife– creating a shoe movement online for the brand.